Nationwide Building Societyquadrupledonline click-throughrates through an
adaptive video campaign working withreal-time
content(RTC).
The interactive online adaptive media campaign conducted during
last October quadrupled click-through rates for product offerings
versus traditional video campaigns online.
The campaign provided nearly two million impressions and
delivered more than a 100,000 adaptive video adverts.
"Nationwide highly values the dynamic interaction consumers have
online," said Mik Hodsdon, Nationwide divisional director. "The
innovative capabilities of RTC's technology allow us to quickly
change our focus within 24 hours to reflect consumer needs in the
financial market."
RTC's adaptive media platform customises video and audio,
matching the preferences of individual viewers in real-time to
deliver personalised advertising.
During the campaign, adaptive ads were 80% more likely to be
played than traditional static ads, and viewer recall rates
increased 48%. Those having seen the adaptive ads were 52% more
likely to consider purchasing a savings product from Nationwide
Building Society.
More than 2,000 visitors to the site were polled to get these
results.